Seth Godin has it exactly right–the story that counts is the one told between the lines. Every day thousands of companies deliver a pen or a conference bag that recipients barely notice. Then there are a handful of companies that know “the devil really is in the details”: a conference bag thoughtfully equipped and per…fectly packed, a branded notebook with key information (contact or conference) and extra features added for ease of use. Of course you need a client that understands the value of going “the extra mile.”